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Affluent India Shifts to Experience-Led Spending: Travel Leads at 58%

India's affluent consumers are increasingly prioritizing experience-led spending, with travel accounting for 58% of discretionary expenditure among the ultra-elite. The Visa Consulting and Analytics report highlights a doubling of the affluent population earning over Rs 10 lakh, from 69 lakh to 130 lakh. Emerging cities like Ahmedabad and Surat now show consumption patterns similar to metros, while luxury spending shifts from ownership to access. Dining, wellness, and high-end gadgets are also key growth areas, with premium spending benchmarks rising significantly.

Key Points: Affluent India Shift: Travel Dominates 58% of Spending

  • Travel accounts for 58% of ultra-elite discretionary spending
  • Affluent population earning over Rs 10 lakh doubles from 69 lakh to 130 lakh
  • Emerging cities like Ahmedabad, Surat, Jaipur match metro consumption patterns
  • Luxury shifts from ownership to access; 50% use cards for elite memberships
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Affluent India shifts to experience-led spending, travel accounts for 58% of discretionary wallet: Report

Visa report shows affluent Indians prioritizing travel, dining, and luxury experiences. Discretionary spending rises as income grows beyond Rs 10 lakh.

"Affluence in India is entering a new phase where consumption is more intentional, experience-driven and closely tied to personal identity rather than volume of purchases. - Visa Consulting and Analytics"

New Delhi, April 28

India's affluent consumers are increasingly shifting towards experience-led spending, with travel emerging as the dominant category accounting for 58 per cent of discretionary expenditure among the ultra-elite, according to a report by Visa.

The Visa Consulting and Analytics (VCA) Whitepaper - India's Affluent Economy 2025-2026 - highlights that affluence in India is entering a new phase where consumption is more intentional, experience-driven and closely tied to personal identity rather than volume of purchases.

The study, based on a Visa-commissioned YouGov survey and Visa-Net data across travel, dining, retail and lifestyle segments, noted that discretionary categories account for a larger share of credit card spending as consumers move up the affluence ladder, positioning cards as primary enablers of premium lifestyle consumption.

The report also points to a sharp expansion in India's affluent population, with individuals earning over Rs 10 lakh increasing from 69 lakh to 130 lakh, indicating a broader base of consumers capable of spending beyond necessities.

Affluence is no longer restricted to metro cities, with emerging centres such as Ahmedabad, Surat, Jaipur and Lucknow showing consumption patterns similar to established urban markets like Mumbai, Delhi and Bengaluru.

Travel, retail and luxury together account for a significant share of discretionary spends, with retail and luxury comprising 28 per cent of the ultra-elite wallet. Cross-border spending penetration in elite segments stands at 63 per cent, reflecting growing global consumption behaviour, the report said.

Dining has also emerged as a key consumption category, with nearly four in five affluent Indians dining at premium establishments at least three times a year. The report highlights an annual dining spend marker of around Rs 2 lakh, with Rs 20,000 per experience emerging as a new baseline and Rs 50,000 as a premium benchmark.

The report further notes that luxury consumption is shifting from ownership to access, with over 50 per cent of affluent consumers using cards for elite memberships, while seven in ten prefer limited edition or curated offerings.

Technology and wellness are also gaining prominence, with high-end gadget spending averaging Rs 60,000 per visit and ultra-elite consumers showing significantly higher engagement with wellness and cosmetic services.

According to Visa, the findings indicate a broader transformation in India's affluent economy, where consumers increasingly seek integrated lifestyle ecosystems spanning travel, dining, wellness and digital payments, with seamless access and time efficiency emerging as key drivers of premium consumption.

- ANI

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Reader Comments

P
Priya S
"Affluent" is the key word here. For most of India, spending Rs. 20,000 on a single dinner is a fantasy. While I get the trend, it's a bit disconnected from the reality of the majority. But I'm glad to see smaller cities like Surat and Lucknow are catching up. Maybe someday the benefits will trickle down more.
M
Michael C
This is a global phenomenon. In the US and UK, we see the same shift. But the growth in India is staggering—doubling the affluent population in a short time is no joke. The spending on wellness and tech is also interesting. It shows a desire for a holistic lifestyle, not just flashy cars and watches.
R
Rohit P
The report says "affluence is no longer restricted to metros." Finally! I'm from Jaipur, and you can see the change. We have new malls, fancy restaurants, and people are traveling more. But the problem is the infrastructure—flights from Jaipur are still limited. Hope the government and airlines catch up with this demand.
K
Kavya N
I'm all for experiences, but this report feels like it's written for a very niche audience. The "ultra-elite" spending Rs. 50,000 on a single dining experience? That's more than my monthly rent. Let's not pretend this is the new normal for India. The real story is the widening gap, not just the flashy numbers.
J
Jessica F
Fascinating data! The shift from ownership to access (memberships, curated offerings) is huge. It's smart business for credit card companies. But I

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